Naslov
Customer orientation, customer satisfaction and performance : The case of Croatia

Autori
Dlačić, Jasmina ; Žabkar, Vesna

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
7th International Conference Enterprise in Transition : Conference Proceedings / Buble, Marin - Split : Beč : Ekonomski fakultet Sveučilišta u Zagrebu ; DAAAM International Vienna, 2007, 1-18

Skup
International Conference on Enterprise in Transition (7 ; 2007)

Mjesto i datum
Bol, Hrvatska; Split, Hrvatska, 24.05.2007. - 26.05.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing strategy; customer orientation; customer satisfaction; Croatia

Sažetak
Contemporary highly competitive market conditions stimulate companies into customer orientation. Under the effect of environmental forces, customers are the main focus of company activities (Jaworski, Kohli, 1990 ; Desphande, Farley, Webster, 1993). For customer orientation to take place, companies need market information to be analyzed and disseminated throughout the company (Slater, Narver, 1995). Following market conditions, customer-oriented companies adjust their offering in order to reach customer satisfaction. When company reactions are based upon collected market information, their concern for customer satisfaction is demonstrated. The combination of customer knowledge, learning and responsiveness contribute to company competitive advantage development (Webster, 1992 ; Davenport, Harris, Kohli, 2001). With this regard, the implementation of customer orientation is important. The purpose of this paper is to study customer satisfaction as a goal of customer orientation and to examine the influence of customer orientation on company business performance in the context of Croatia. The analysis is based on a mail survey among 112 small and medium sized companies from Croatia (Grbac et al., 2003). Research results suggest that several Croatian companies are customer oriented, based on their concern for customer satisfaction, environmental changes monitoring, application of market research, and responses to information gathered. These are also the key factors of customer orientation found in the literature. The specifics in the context of Croatia are found in the absence of significant relations between company responses to information gathered and business performance. We conclude with the following implication: business performance is for a large part of Croatian companies affected by elements of customer orientation and customer satisfaction.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Rad je indeksiran u bazi Ebscohost - EconLit, uz cjeloviti tekst. Prošireni sažatak rada objavljen je u Book of extended abstracts (ISSN 1846-2693), str. 150-152.

POVEZANOST RADA